Branding
Godín Taquería
The Challenge
Godín was born in Colombia, but built its entire identity around a very Mexican piece of slang: “godín,” the affectionate nickname for the buttoned-up, 9-to-5 office worker. The challenge was to turn that specific cultural reference into a taquería anyone could connect with, whether or not they've ever clocked into a cubicle, while capturing the one ritual every office worker knows: sneaking out with your coworkers to go share tacos.
01
Phase One: Brand Foundations
The Strategy
We built the whole brand around a single character: a dog in a shirt and tie, permanently mid-escape from the office, comic-book halo of rays included. That mascot became the seed for a menu of personalities instead of a menu of ingredients — from El Jefazo (the boss, always classic al pastor) to Tacoholic (the workaholic, loaded with chorizo, bell pepper, and paipa cheese), turning every order into picking which coworker you are today.
The Godín Mascot
Character-Led Menu System
Creative
Execution.
The Godín Mascot
A suited dog with a comic-book halo of rays, standing in for every office worker who's ever escaped their desk for a taco break — applied across murals, packaging, and apparel.
A Menu of Coworkers
Every taco got a personality instead of just a filling: El Jefazo (the boss, classic al pastor), Tacoholic (the workaholic, chorizo and paipa cheese), El Aprendiz (the intern, simple chicken), and more — ordering food became picking your office archetype.
The Impact
A brand system flexible enough to live on a taco wrapper, a t-shirt, and a restaurant mural without losing its voice — turning a niche cultural joke into a shareable identity people want to wear, not just eat.
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